Cultural Catch 22

One of my recent projects I started talking to my HAPCO counterparts about is a promotional campaign for people to get HIV tested.  That’s right, bringing my Communication degree skills to Dangila!  Let me explain some of the preliminary research I have been doing first...

At the health center in Dangila people with HIV can come get first-line ART medication for free.  This medication has only become available in Ethiopia a couple years ago, and it is changing HIV.  With the medication, HIV can be seen as a chronic illness, not the death sentence it used to be.  The problem is that in Ethiopia, there is still a huge stigma surrounding HIV and people don’t completely understand the drugs.  I have been reviewing some charts of ART patients in the health center and the problem seems to be that people aren’t starting ART soon enough, so it is not effective.  I realized that what I want to convey to the people of Dangila is that they need to be tested on a regular basis so that if they do have HIV, they can start ARTs at the appropriate stage to help prolong their life.

It was through all of this that I came up with the idea to have an advertising push for getting yourself tested.  Since it is free to be tested at the health center, it seems to me like an easy product to sell.  All they have to do is walk over there once every three months, get pricked by a needle, and wait 30 minutes for results.  I want people to realize that with ARTs available, there isn’t a death certificate attached to the disease; ART can extend your life, but you have to know that you have HIV in the early stages.

I got together with one of my good Ethiopian friends while HAPCO was in a meeting and we translated a sample flier into Amharic.  It wound up being so catchy; the translation was funny and engaging and I was very excited about printing them out and hanging them all over town! I presented the idea to my HAPCO supervisor after their meeting finished and ran into an unexpected wall.  The very religious people of Ethiopia don’t believe that medicine can extend your life, but rather only God can decide the number of days you will live.  So, basically, you can’t deliver the punch line of my flier; you can’t say ART extends your life.  This life-changing drug is available and you can pretty much only say “ART will relieve the pain of HIV,” which isn’t what it does.

 
I found myself caught in this loop of wanting to express to the Ethiopians the greatness of ART in order to reduce stigma around HIV, but not being able to convey how it can extend your life without insulting their religion and culture.  I just don’t get it.  I am religious and I agree that God has our days numbered before we were ever created.  I also believe that God created this world full of hidden wonders so that we can discover the world for ourselves.  One recent discovery, which I believe God allowed for and provided for, is ART.  It is the same concept as getting your infants vaccinated, which many Ethiopians do; you are using God-given medications to stop the diseases from killing you so that you can fulfill God’s purpose for your life!

 
But apparently all of that would be found insulting to their religion.  It doesn’t make sense to me, but I intend to figure out a way to communicate to the people how important it is to get tested without using the incentive of life-extending drugs.  Still working on it...